Matterkind and The Economist
How Matterkind Helped The Economist Decrease Subscription CPA by 55% with the Taboola Programmatic DSP
How Matterkind Helped The Economist Decrease Subscription CPA by 55% with the Taboola Programmatic DSP
- 55% Decrease in Subscription CPA
- 28% Increase in vCTR
Company
Matterkind, IPG’s activation intelligence company, drives better business outcomes while putting the customer experience first. The Economist is an authoritative global news and analysis publisher, offering print and digital subscriptions.
Challenge
Matterkind needed to help its client, The Economist, transition from direct buying to programmatic buying in order to increase subscriptions.
Solution
Matterkind ran The Economist’s programmatic ads through the Taboola DSP and used the Taboola Pixel to monitor on-site engagement.
Results
With the Taboola DSP, Matterkind decreased subscription CPA by 55% and increased vCTR by 28% for The Economist.
Introduction
Matterkind drives better business outcomes while putting the customer experience first. Through the lens of conscious marketing, they employ ethical data and patented applications to deliver addressable activation intelligence. Matterkind strengthens connectivity between brands and their audiences through trusted partnerships, excellence, and expertise. Matterkind is a part of Kinesso, the marketing technology unit of The Interpublic Group of Companies, Inc. (IPG).
The Economist is a UK-based authoritative global news and analysis publisher, offering print and digital subscriptions. The Economist delivers fair-minded, fact-checked coverage of world politics, economics, business, science, and technology
Matterkind Seamlessly Runs Programmatic Campaigns Through the Taboola DSP
Matterkind was eager to help its client, The Economist, increase digital subscriptions while lowering costs. While The Economist was already running social, display, and native ads, they needed to transition from direct buying to programmatic buying. With programmatic buying, Matterkind and The Economist could launch targeted ads at scale across the open web, expanding their reach and driving more potential subscribers to the publisher’s website.
That’s when Matterkind turned to Taboola. Taboola powers recommendations for the open web, helping advertisers reach over 500 million daily active users across over 9,000 leading publisher sites and apps.
As one of Taboola’s strategic agency partners, Matterkind was able to seamlessly connect The Economist to the Taboola DSP and start launching programmatic ad campaigns. Taboola worked directly with Matterkind throughout the entire process, training and up-skilling their team to use the Taboola DSP most effectively and enhance performance.
Together, Matterkind and The Economist built custom Taboola Image Ads — sponsored content units featuring a thumbnail, headline, description, and call to action. Each ad led to a specific article from The Economist, targeted to each reader’s interests. Once they clicked through, audiences could continue reading and eventually subscribe for more content.
With close collaboration and hands-on support, Matterkind also introduced the Taboola Pixel onto The Economist site. With the Taboola Pixel, Matterkind could monitor on-site engagement and see which ads led to subscription sign-ups. This allowed Matterkind to better understand the true value of Taboola Ads and unlock new opportunities for campaign optimization.
The result? By running programmatic campaigns through the Taboola DSP, Matterkind was able to lower subscription CPA by 55% and increase vCTR by 28% for The Economist.
“We needed a seamless way to transition direct buying activity over to programmatic buying via DSP. Taboola’s account management went over and beyond, delivering training, strategy sessions, and data-driven insights to ensure that we over-performed vs. direct buying and KPI’s. This activity has now formed a key part of our always-on programmatic performance strategy.”
- Otis Smart, Operations Director, Matterkind